EXAMPLE 347.—The Germans in the designing of business cards seem to have abolished conventionality, as they endeavor to have each card in its design possess distinct advertising value. This example is representative of such effects.
Decorative treatment suggested by the business ]
EXAMPLE 348.—The designer of this business card took his cue from the word “decorators” and endeavored to form a card with decorative values. This was the reason for the selection of Bewick Roman for the type-face and the Italian ornament to occupy space that is usually left blank on business cards.
EXAMPLE 349.—When dainty effects are desired, Caslon italic, as used on the greater portion of this card, almost always looks well.
EXAMPLE 350.-A strong ornamental effect, such as appears on this card, is liked by some people, but the printer would make a mistake to use it unless he was sure that the customer would care for it. The typographic treatment is simple and compact and lacks nothing in legibility. The shape of the border corners fits into the space left by the contour of the type group.
EXAMPLE 351.—An arrangement that has a suggestion of the classic. All lines are in one size and in capitals. This treatment should not be used excepting in special cases, as it would not meet the approval of most customers.
EXAMPLE 352.—In the amount of matter it contains this card contrasts strongly with Example 343. Some small business men find it good advertising to give as much information on their cards as the size of the card will allow. This example shows how a great deal of copy was treated so that the general effect was not displeasing. In order to accommodate this amount of copy, it is usually necessary to enlarge the size of the card a trifle. Bodoni was used for all excepting two lines, the firm name and address, which were set in Bodoni Bold.
EXAMPLE 353.—A decorative card that could be merged in color treatment with an antique-finished stock of some suitable tint.
EXAMPLE 354.—Horizontal lines crossing the face of a card are rarely successful because they usually separate connecting phrases, but in this instance the lines are a necessary part of the design and divide the type matter at a suitable place.